Each year, The Talent Business attempts to identify the top graduate talent in advertising via its Cream scheme. Here’s our pick of this year’s winners
Cream asks a selection of creative directors and others to choose their favourites from books submited by advertising graduates from schools throughout the world. Those with the highest overall ranking are then invited to exhibit their work at the Cream show which, this year, was at Google’s headquarters in central London.
I was a judge this year – here are some of my favourites from the work on show.
Jacob Bjordal and Jim Nilsson attended Forsbergs in Stockholm. Their portfolio was noticeable for the skill with which they produced their case study videos for ideas such as Google Music Translate (on which they worked with Isaac Bonnier and David Rinman)
I also liked their idea for Visa GoNext, whereby users coud see where people that instagrammed at the location they were in, instagrammed next (also made with Isaac Bonnier and David Rinma).
But their work raises an interesting question – are we being seduced by the strength of the ideas here or the brilliance of the case study videos presenting them? In the case of Jacob and Jim, I think both are strong (they just landed a job at Work Club so they are evidently doing something right). We also have to recognise that in modern advertising, the documenting of the campaign is becoming as important as the campaign itself – it’s often viewed by many more people.
Cream draws entries from all over the world and it was noticeable that the Scandinavians frequently had portfolios with a wider variety of work, whereas a lot of the Brits had a much more traditional approach.
Take, for example this idea for Yamaha from another Swede, Olof Lindh, a Bergs graduate
From the UK, I really liked this Ikea campaign from Watford grads Duncan Brooks and Steve Lownes
It was also good to see Max Maclean and Ran Stallard from the School of Communication Arts 2.0 recognised at Cream – they were one of our graduate issue picks this year too.
The Megabus book from Marc Rayson and Callum Pryor of the University of Sunderland got some deserved recognition at D&AD this year – they also made it into the Cream selection
From St Martins I really liked the portfolio of Ella de Weijer and Jessica Hall who created this ‘bad ass Santa’ for Wieden + Kennedy’s Christmas celebrations
Full list of all the Cream winners with links to their sites:
Marc Rayson & Callum Pryor
University of Sunderland
David Carr & Martins Millers
Tom Corcoran & Tom Bender
Max Maclean & Ran Stallard
Ran and Max
Syanne Patterson & Ken T
Central St Martins
Duncan Brooks & Steve Lownes
Douglas Fridlund & Mikael Alcock
Tammes Bernstein & Mads Haugsted Rasmussen
Danish School of Media & Journalism
Jacob Bjordal & Jim Nilsson
Miami Ad School
Miami Ad School